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My alma mater recently released a video extolling their virtues. As a B2B Marcom practitioner, I viewed the piece and was left wondering who the target audience is, what the intended action or take-away is, and what the goal is. It's easy to use our own imagination and fill in the blanks. We could hypothesize that, since the video is housed on the "ABOUT" section of the website, it is purely informational, or get more specific and guess that it is targeted at parents of potential students, or at corporations who send employees to school ... but we'd be guessing.

In the end, I am left wondering why this video was commissioned, what the goal is, who it is aimed at, and what the action item is.